How to Reach Baby Boomers Consumers with Smart Marketing Tactics

Marketing to baby boomers is a golden opportunity for brands, but the strategies that hook younger generations often miss the mark with 60+ consumers. To win over this demographic, you need to pinpoint where they are, select the most effective formats, and fine-tune your messaging to align with their values.

Using insights from our agency’s generational marketing expertise and examples from brands excelling in this space, I’ll show you how to craft campaigns that resonate deeply with baby boomers.

What Defines Baby Boomer Marketing?

Baby boomer marketing targets consumers born between 1946 and 1964, leveraging strategies tailored to their habits and preferences. This form of generational marketing spans platforms like social media, video marketing, and email marketing, reflecting the unique traits that define this group. Here’s what sets them apart:

• They spend 55.6% of their media time online—think social media, blogs, and connected TV—a share that’s nearly doubled since 2013.
• Social media use is higher than you might expect, with 59% on Facebook and 65% on YouTube, though Instagram and X see less traction.
• Financially, they’re a powerhouse, holding $80 trillion in assets (48% of U.S. household wealth) and spending $2.5 trillion annually, outpaced only by Gen X.
• Their substantial disposable income and digital engagement make them a prime audience for brands willing to adapt.

Top Formats for Baby Boomer Marketing

Connecting with 60+ consumers starts with choosing the right marketing tactics. Our data points to email marketing and video marketing—both long- and short-form—as the strongest performers, with blogs and social media posts also delivering solid results. Let’s explore how brands use these formats effectively.

Email Marketing

Email marketing is a go-to for reaching baby boomers, whether you’re sharing knowledge, rallying support for a cause, or driving sales. Eileen Fisher’s newsletters (eileenfisher.com) exemplify this with their crisp visuals and straightforward language—no trendy slang, just clear product details paired with timeless imagery. Interestingly, baby boomers don’t shy away from longer emails, especially when the content offers real value, like styling tips or exclusive offers.

Long-Form Video Marketing

YouTube dominates as the leading social platform for baby boomers, according to Pew Research. Long-form videos shine here, like Prudential’s feature on a retiree exploring the world while managing finances smartly. Combining animated storytelling with real customer interviews, it taps into themes of independence and planning—key concerns for this age group. Brands can replicate this by focusing on narratives that celebrate life after 60.

Short-Form Video Marketing

Short-form videos demand instant impact due to their brevity. Ilia Beauty’s Instagram Reel (instagram.com/iliabeauty) nails this with a mother-daughter duo showcasing makeup routines. The quick hook, paired with a caption linking to products, avoids hard sells while appealing to family-oriented boomers. It’s a reminder that subtlety works wonders with this crowd.

Blog Content

Long-form blogs thrive when they tackle topics baby boomers care about, like health and wellness. AARP’s piece on walking backward (aarp.org) blends practical advice with engaging insights, catering to retirees’ focus on staying active. Adding data or expert quotes can further boost credibility and keep readers coming back.

Social Media Posts

Facebook ranks just behind YouTube for 65+ users, making it a hotspot for baby boomer marketing. Walmart’s post (facebook.com/walmart) featuring a boomer employee modeling apparel, or Rick Steves’ Europe (facebook.com/ricksteves) highlighting older travelers in Munich, use vivid imagery and simple captions to draw clicks. Both text and image posts work, but visuals often seal the deal.

New Trend: Leveraging Micro-Influencers for Inclusive Marketing

In 2025, inclusive marketing is reshaping how brands connect with diverse audiences, and baby boomer marketing can capitalize on this shift through micro-influencers. These individuals—often from underrepresented or varied backgrounds—bring authenticity with their smaller, engaged followings. Imagine a boomer micro-influencer sharing how a travel service enhances their retirement adventures, resonating across cultural lines. Pair this with organic marketing, like Viking River Cruises’ #MyVikingStory UGC portal (vikingrivercruises.com), where real travelers post photos, and you create a ripple effect of trust and relatability. This approach not only amplifies reach but also ensures campaigns reflect the diversity within the 60+ demographic, a growing priority for modern brands.

9 Proven Tactics for Baby Boomer Marketing

Picking the right formats is step one. Here are nine strategies to elevate your efforts:

1. Optimize for Both Mobile and Desktop
Baby boomers split their time across devices—61% own smartphones, 44% have tablets, and 72% use laptops. For video marketing, add captions or text overlays to ensure accessibility, whether sound is on or off.

2. Use Respectful, Relatable Language
Avoid labels like “elderly” or “senior.” Dig into social media comments or email replies to see how boomers describe themselves, then weave that into your messaging for a natural fit.

3. Emphasize Tangible Value
SAP data shows baby boomers prioritize quality, performance, and price over ethics or trends. T-Mobile’s 55+ plans (t-mobile.com) highlight a 45% savings edge, proving value drives conversions.

4. Prioritize Organic Marketing
WARC data reveals only 12% of baby boomers like ads, compared to a 47% generational average. Double down on email marketing, blogs, and videos instead of paid pushes.

5. Invest in SEO
While younger generations turn to social search, baby boomers stick with Google. Optimize for long-tail queries with tools like Ubersuggest (neilpatel.com/ubersuggest/) and prioritize text over flashy tech.

6. Build Trust, Not Over-Personalization
Only 25% care about personalization, and just 20% share data comfortably. Scale back remarketing and focus on broad, trustworthy messaging.

7. Showcase Social Proof
Viking River Cruises’ UGC portal builds credibility with authentic travel photos from boomers, reinforcing brand loyalty through real stories.

8. Prepare for a Gradual Sales Journey
Impulse buys are low (34% on social media), and 84% prefer in-store shopping (CBRE data). Use video marketing and blogs to nurture leads patiently.

9. Avoid Overloading Inboxes
Litmus data shows 81% feel swamped by emails. Send fewer, high-impact messages—like limited-time deals—to cut through the noise without fatiguing your audience.

Key Takeaways

• Organic marketing consistently outperforms paid tactics for baby boomers.
• Video marketing, email marketing, and blog content top the list of preferred formats.
• Trust-building is critical, as baby boomers take longer to make purchasing decisions.

Final Thoughts

Cracking baby boomer marketing takes a blend of the right tactics, thoughtful channels, and time to test what works. From SEO and video marketing to email marketing and social media, my team at NP Digital can refine your organic marketing strategy to reach this influential group. Contact us to unlock their potential for your brand.